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University Marketing and Communications

Protecting our brand.

Our brand is how the university is experienced and perceived. Fresno State's trademarks embody this experience and have come to symbolize the passion of its alumni, fans and students. The trademark licensing program ensures the standards for representation of the university's brand are upheld on the products bearing its marks and that each product is created in a manner representative of the university's values.

What is a trademark?

A trademark is any mark, logo, symbol, nickname, letter(s), word(s) or combination of these that can be associated with the university. Fresno State asserts ownership and all rights, titles, and interest in and to its trademarks. To maintain brand equity, the use of these trademarks — in any form — is controlled by Fresno State through Trademark Licensing

Protected marks and verbiage

What is a trademark licensing program?

A trademark licensing program gives the university control over its logos and marks to ensure the quality and consistency of all university merchandise. It also generates revenue from the sale of merchandise bearing its logos and marks, which is used to support and enhance many programs campus wide.

What products can be licensed?

Students, alumni and fans generate many great ideas for new university products. Products are considered and approved by the Trademark Licensing Office. No products will be licensed without the approval of the Trademark Licensing Office. This ensures all products associated with the university are of high quality and good taste while ensuring non-approval of potentially hazardous items.

 

Who needs a license?

Anyone wishing to reproduce the trademarks of the university on merchandise for resale, products for internal use and promotional products must obtain a license. However, if you wish to only sell merchandise bearing university trademarks that is purchased from a vendor licensed to produce emblematic merchandise for the university, you do not have to be a licensed vendor.

What if you don't get a license?

All products must be approved by the Trademark Licensing Office. Failure to obtain a license and approval from the university's Trademark Licensing Office would be grounds for the seizure of all non-approved merchandise bearing the university's marks on the basis of trademark infringement. It also could result in jail time and numerous fines if convicted.

Can branded products be used for fundraising?

Several alumni and student groups are allowed to use university-branded products for fundraising purposes. However, the products must be produced by an approved licensed vendor and approved by the trademark licensing office. Any product that requires a financial transaction to receive, including but not limited to purchases, donations, payments of registration fee to attend or participate (i.e. golf tournament), will be treated as retail and will be subject to royalties.

 

What is CLC?

CLC is the licensing agency for Fresno State. As the university’s agency, CLC is responsible for assisting the trademark licensing office, including processing applications, collecting royalties, enforcing trademarks and pursuing new market opportunities for the university.

 

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Become a Licensee

A licensee is an entity who has been granted permission to use another entity’s property. Anyone who wishes to obtain a license to produce merchandise bearing Fresno State’s trademarks must be approved by the university through its licensing agency. This application informs the university of how its marks will be used, what type of product the applicant makes and how the university is going to be represented. If you wish to become a licensed vendor, fill out the application below.

Submit your license application
Valley Children's Stadium at sunset

List of Licensed Vendors

Licensed vendors have completed the licensee application with Fresno State's licensing agency, CLC, and are approved to produce university-branded products that match your specific needs. If you are unsure whether a vendor is authorized to produce university-branded products or need assistance in identifying an approved vendor, please refer to the complete list of vendors below. If you’d like to work with a vendor who is not licensed, please direct them to the licensee application.

Complete licensed vendor list

 

How to order university-branded products for internal use

There are a limited number of licensed vendors authorized to reproduce university trademarks on non apparel items for use by an internal campus entity.  If you are using state funds, you must facilitate your order through University Print Services.  If you are using any other source of funding, you may work directly with one of licensed vendors authorized to reproduce university trademarks on non apparel items. For any apparel items branded with any university trademarks, you may work with any approved vendor authorized to reproduce university trademarks on apparel.  If you are using a funding source other than state funds for branded non apparel items or ordering any branded apparel items regardless of funding source, you may facilitate your order through University Print Services, but are NOT required to do so.

 If you choose to work directly with a vendor, understand that only vendors licensed for the university through the university’s licensing agency are authorized to reproduce university trademarks on products.  If you are unsure a vendor is authorized to produce university branded products or need assistance in identifying an approved vendor, refer to the following lists:

Complete list of vendors
Internal licensed vendors list

Artwork for any items bearing the university logo or any other Fresno State trademark must have the appropriate trademark designation symbol: ™ or ® . Contact University Marketing and Communications at brand@csufresno.edu to obtain the approved artwork or to assist with modifying existing artwork to comply with university brand standards. Then, send this artwork to the licensed vendor you are working with. The vendor should provide you with a proof of the artwork on your selected product.

Products intended for the internal use by university departments, clubs and organizations may be exempt from royalties. It is the responsibility of the ordering party to request a royalty exemption. Submit the completed royalty waiver form and artwork to Trademark Licensing for review and approval via Adobe Sign. 

Royalty Waiver Request Form

Keep a copy of the completed waiver form for your records and share a copy with the vendor. Remember, a disapproved royalty exemption request only means your order is subject to royalties. 

A few things to remember …


While internal use orders are typically granted a royalty waiver, each order is considered on a case-by-case basis. Any orders submitted to Procurement without the royalty waiver form are subject to having royalties added to the cost of the order, which is typically 15%. Items intended to be re-sold will not be granted a royalty waiver, and the royalty fee will be added to the order by the vendor. If the royalty waiver is not approved, the declined waiver should be provided to Procurement so they are aware royalties were not waived. Estimated overall processing time from step 1 (filling out Royalty Waiver) to delivery on campus could take two to four weeks depending on the item(s), so be sure to allow sufficient time.

Check the tags

When you purchase university-branded products, you are helping to ensure student success, as a portion of your purchase benefits student programs at Fresno State. Learn more about how to tell if products are officially licensed and where to buy them. 

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IF YOU HAVE QUESTIONS REGARDING THE TRADEMARK LICENSING PROGRAM AT FRESNO STATE, PLEASE CONTACT:

Clarence Chiong
Trademark Licensing
cchiong@mail.fresnostate.edu
559.278.4451